Guests want more than great serviceGuests want more than great service

Restaurateurs know that in the early stages of a customer-concept relationship, every visit counts. I’ve heard a lot of talk about operators refocusing on service standards to try to make brand believers out of their guests, and there’s no question that’s an essential component of the restaurant experience.

But it’s not the only component.

Sure, hospitality can go a long way toward correcting damage done by missteps in other areas. But just as important to the total experience is the entire reason the restaurant industry exists: the food.

Without an expertly executed food program, the only thing your customer-facing team members’ outstanding service might earn you is one more chance — if you’re lucky.

And if you can’t deliver on the next vis...